Strategy & Creative Practice This is a project and unit that I lead in year 2 on the BA Hons Graphic Design Communication course at Chelsea. Working closely with my industry network, I develop and co-write industry focused briefs to give the student cohort the opportunity to connect to industry. Previous agency partners have included Ogilvy, Grey, DN&Co Koto and Accept & Proceed.
The brief is an introduction to strategy and creative practice, with branding placed within the context of graphic design. The challenge to the students is to develop strategic and creative thinking skills, as well as the practical skills of the branding process. This will be informed by theory focused within practice allied to an understanding and awareness of social, cultural, and political contexts. Students are tasked with self-selecting groups of 5 members based on skills that include organisational, art direction, digital, motion, team leading and graphic design. These roles and responsibilities reflect agency culture and structure. Students are encouraged not to construct these groups based on friendships. Time and project management are also key considerations. Throughout the 5-week project there are lectures, workshops, and tasks. Students receive lecturers related to this discipline and workshops for ideas generation. Regular feedback sessions and peer group sharing give the students opportunities to reflect upon and engage with project development. Upon submission, the student cohort can present their project outcomes to the design agencies. See photographs of these agency presentations on my blog.
Indicative Content — Introduction to current concepts on brand creation. — The process and development of a brand strategy. — The process and development of a brand verbal and visual identity in accordance with the brand strategy. — Understanding the needs of an audience – identifying who I am communicating with? — Being challenged to make creative responses to fulfil the needs of the professional brief. — Understanding of working within creative, time and material constraints. — Understanding the range of roles and areas of professional practice. — Awareness of mediums and media. — Presentation and debating skills.
Recommendations — To underpin and embed more clearly what the collaborative process means. Collaboration is regularly discussed with students but rarely reflected upon in a meaningful way. Activities and mini workshops could be introduced within the first week. — Industry lead workshops and midpoint formative feedback. A fantastic opportunity for the students to receive feedback on work in progress with a view to improving possibilities with the outcome. — Making space within this project to consider more clearly the iterative process and the ability to try things in out multiple ways and directions.
I believe that a project like this sits very well with the year 2 curriculum. A project that exposes the students to industry culture, insights and working practices. Valuable active learning experiences that also helps them with 1) sharing work with industry 2) building a digital profile 3) considering the importance of a creative network 4) communicating ideas 5) consideration of audience.
Developing an outward facing practice beyond the academic environment will help inform and underpin the development and direction of a creative practice.
